Intercept Survey of Chinatown / International
District Visitors
April 2012
Draft Presentation
2 2012 Intercept Survey of Chinatown / International District Visitors
Survey Objectives
Purpose:
To better understand behaviors and perceptions among visitors to the Chinatown/International District.
Objectives:
• Gauge the general frequency and length of stay of CID’s visitors
• Investigate the key reasons for visiting CID
• Understand how visitors travel to CID and parking behaviors of those who drive or carpool to the District
• Gauge how visitation behaviors and parking perceptions have changed since last year
• Identify ways the City can help to sustain and improve visitation to CID
• Quantify the demographic characteristics of visitors to CID
3 2012 Intercept Survey of Chinatown / International District Visitors
Methodology
• A total of 290 interviews were completed in CID with an overall margin of error of +/- 5.6 points at the 95% confidence level. There were 24 completed Chinese interviews and 5 Vietnamese.
• Interviewing took place from April 5th-7th and April 21st, with two shifts per day: one in the late morning/early afternoon (10am to 3pm) and one in late afternoon/evening (5 to 10pm).
• The questionnaire was a double-sided, self-administered handout. Two interviewers were on-site for each shift to distribute and collect surveys. Interviewers were also available to assist respondents with visual or physical impairments.
• The survey was printed in three languages: English, Traditional Chinese and Vietnamese. Interviewers were bi-lingual in either English/Chinese or English/Vietnamese to improve participation among non-English speaking respondents.
• To minimize selection bias, during normal and heavy traffic periods interviewers approached every 3rd visitor passing their location to participate. During slow periods, interviewers approached as many visitors as possible.
Due to rounding, some percentages may not add up to exactly 100%.
Profile of Visits
5 2012 Intercept Survey of Chinatown / International District Visitors
Chinatown/ID Connection
Q2. Which describes you best?
I am a visitor/customer
71%
I live in Chinatown/ID
17%
Own a business OR I work in
Chinatown/ID 11%
Blank/Refused 1%
Live or Work: 28% n=80;
MoE = +/-10.9%
Visit Only: 71%
n=205; MoE = +/-6.8%
6 2012 Intercept Survey of Chinatown / International District Visitors
Visitor Geography
Q16. What is your home zip code?
17%
16%
14%
12%
10%
3%
12%
8%
8%
DT Seattle/Cap. Hill
South King
North Seattle/Shoreline
Beacon Hill/Rainier/Othello
East King
CID/Pioneer Square
Outside King
Outside WA
Refused/Invalid
% of Visitors
7 2012 Intercept Survey of Chinatown / International District Visitors
General Visit Frequency
Q1. Which describes how often you visit Chinatown/International District?
84%
51%
6%
37%
2%
11%
7% Live or Work
Visit Only
I come here regularly I've been here a few times This is my first visit DK/ Refused
8 2012 Intercept Survey of Chinatown / International District Visitors
Visitation Frequency
Q5. How often do you visit Chinatown/ID…
95%
84%
78%
37%
28%
26%
4%
12%
13%
27%
34%
21%
3%
15%
21%
19%
9%
11%
14%
5%
11%
6%
20%
LIVE OR WORK
On Weekdays
On Weekends
After 6pm any day
VISIT ONLY
On Weekdays
On Weekends
After 6pm any day
Weekly Monthly Every few months Once a year/less Never
9 2012 Intercept Survey of Chinatown / International District Visitors
Length of Visit
Q3. How long will your visit to Chinatown/ID be today? (CHECK ONE)
15%
1%
57%
14%
7%
22%
7%
38%
4%
21%
10%
3%
Live or Work
Visit Only
4 hrs or longer 3-4 hrs 1-2 hrs Less than 1 hr Parking; Not staying Not sure
10 2012 Intercept Survey of Chinatown / International District Visitors
1) Gauge the general frequency and length of stay of CID’s visitors
Nearly three-quarters (71%) of respondents are visiting the CID. Just over a quarter of respondents (28%) either live or work in CID.
Even if all 28% of Live/Work respondents were CID residents, the percentage of visitors observed in the CID is still higher than any other Seattle neighborhood we did similar surveys in (40-70% of other NBD visitors were non-residents). In other words, the CID relies more on visitors for its activity than other neighborhoods.
Those who live or work in CID are very likely to be regular visitors, visiting consistently throughout the week and staying for extended periods of time (57% for 3-4 hours).
By contrast, Visit Only respondents are less frequent visitors and their visits are shorter. They visit less often in the evening (26% visit after 6pm on a weekly basis) and have relatively brief trips to CID (59% stay for less than an hour).
Profile of Visits
Purpose of Visits
12 2012 Intercept Survey of Chinatown / International District Visitors
Reasons for Visiting
Q5. How often do you visit Chinatown/ID… (% of respondents doing each at least monthly)
78%
78%
64%
58%
40%
38%
38%
22%
20%
10%
52%
35%
16%
22%
17%
20%
15%
10%
9%
6%
Restaurants/Dining out
Grocery shopping
Personal Business/Run Errands
Retail shopping
For Cultural Events or Attractions
Nightlife/Socializing/Drinks
Visiting Family or Friends
Volunteering
To park here but go elsewhere (i.e. Stadiums)
Wing Luke Asian Museum
% Doing Each Monthly in CID
Live or Work
Visitors Only
13 2012 Intercept Survey of Chinatown / International District Visitors
Specific Destinations
Q4. Write the names of the specific businesses or places you are visiting/visited in Chinatown/ID today. (Multiple responses; Number of responses shown)
84 20
14 9 9 8 8 6 6 5 5 5 5 5 5 5
UwajimayaOasis Tea Zone
Jade GardenGossip Espresso and Tea
Kau Kau BBQDaiso
Hong Kong BistroHoney Court Seafood Restaurant
Wing Luke MuseumAlps Hotel and Apartments
Green Leaf Vietnamese RestaurantHing Loon Seafood Restaurant
International District/Chinatown StationMike's Noodle House
Milwaukee Hotel and ApartmentsWorld Pizza
Top mentions among all respondents (n)
14 2012 Intercept Survey of Chinatown / International District Visitors
Destination Categories
Q4. Write the names of the specific businesses or places you are visiting/visited in Chinatown/ID today. (Multiple responses; Percentages based on all responses combined)
31%
33%
20%
15%
6%
9%
10%
5%
5%
5%
18%
14%
10%
19%
Regularvisitors
Visit fewtimes/1st
time
Restaurants Uwajimaya Coffee/Bubble Tea Retail Stores
Hotel or Apartment Other Don't Know/NA
15 2012 Intercept Survey of Chinatown / International District Visitors
Purpose of Visits
2) Investigate the key reasons for visiting CID
Restaurants/Dining out and Grocery shopping are the biggest drivers for both Live/Work respondents and visitors coming to the District.
Retail shopping (22%+ monthly), Nightlife (20%+) and Cultural Events (17%+) are also in the top six most common CID attractions for both groups. However, those with a Live/Work connection are also likely to run errands in CID (64% monthly).
When asked for their specific destinations, over a quarter of all respondents (84 mentions) went to Uwajimaya during their visit to CID. Oasis (20 mentions) and Jade Garden (14) were the next-most frequently mentioned stops among all visitors.
Comparing self-identified regular visitors and those who come less often, both are visiting the ID for similar purposes. Food-related activities (restaurants, Uwajimaya and bubble tea/coffee) are mentioned by a majority (57%+) of both groups visiting CID.
Travel & Parking Profile
17 2012 Intercept Survey of Chinatown / International District Visitors
Mode of Travel
Q10. How did you travel to the Chinatown/ID today? (Single response)
16%
16%
6%
24%
31%
36%
1%
4%
40%
16%
1%
1%
5%
3%
Live or Work
Visit Only
Drove alone Carpool/ Drop off Bus Light Rail Walked Biked DK/ No answer
18 2012 Intercept Survey of Chinatown / International District Visitors
Parking: On-street & Off-street
Q11. Did you park on street or off street? (n=98; MoE=+/-9.9%)
On-street 64%
Off-street: Parking Lot/Driveway/Gar
age 23%
Not sure/ Refused
13%
Drove or Carpooled Only (%)
19 2012 Intercept Survey of Chinatown / International District Visitors
Parking: Location Breakdown
North CID 12%
Southwest CID 26%
Southeast CID 15%
Drove or Carpooled Only (%)
Unspecified Cross-street
12%
Not sure/ Refused
35%
Q12. Where did you park? Write the nearest cross-streets, landmark, or business. (n=98; MoE=+/-9.9%)
20 2012 Intercept Survey of Chinatown / International District Visitors
Travel & Parking Profile
3) Understand how visitors travel to CID and parking behaviors of those who drive or carpool to the district
Visitors travel to CID via a steady mix of modes: two-fifths (40%) drove or carpooled while an equal portion (40%) took transit.
Live/Work respondents are more likely to walk (40%) to CID but also travel by a mix of transit (32%) and driving/carpooling (22%).
About four times as many visitors carpooled or got dropped off (24%) as Live/Work respondents (5%).
Of those who drove or carpooled to CID, nearly two-thirds (64%) parked on-street.
Many respondents were unable to recall their parking location specifically enough (12%), or at all (35%). A plurality (26%) of those who could answer the question parked south of King St. and west of 7th Ave.
Paid Parking Impacts
22 2012 Intercept Survey of Chinatown / International District Visitors
Impact on Visit Frequency
Q13. In the summer of 2011, on-street paid parking hours were extended until 8:00pm in various parts of Seattle, including Chinatown/ID. Indicate how much you agree or disagree with the following statement:
“Since the parking change went into effect, I am visiting Chinatown/ID more often.”
27%
51%
22%
Agree SomewhatDisagree/Blank
StronglyDisagree
Regular Visitors (%)
“Regular Visitors”
Excludes Live/Work respondents
AND
Excludes first-time visitors and those visited the CID only a few times
[n=104; MoE = +9.6%]
23 2012 Intercept Survey of Chinatown / International District Visitors
Impact on Visit Frequency
Q13. In the summer of 2011, on-street paid parking hours were extended until 8:00pm in various parts of Seattle, including Chinatown/ID. Indicate how much you agree or disagree with the following statement:
“Since the parking change went into effect, I am visiting Chinatown/ID more often.”
23%
26%
31%
26%
35%
38%
39%
30%
43%
36%
31%
45%
CID & SW Seattleresidents
North Seattle/Shoreline
West Seattle & OutsideSeattle
Drove/Carpooled
Agree Somewhat Disagree/Blank Strongly Disagree
24 2012 Intercept Survey of Chinatown / International District Visitors
Impacts on Visitation Behaviors Q14A-D. Indicate how much you agree or disagree with each of the following statements.
Since this time a year ago:
41%
38%
30%
28%
28%
27%
26%
32%
31%
36%
44%
40%
I am taking transit here more often
I am spending more money here
My visits here are shorter
I am walking or biking here more often
Regular Visitors (%)
Agree DK/NA Disagree
25 2012 Intercept Survey of Chinatown / International District Visitors
Impacts on Visitation Behaviors Q14A-D. Indicate how much you agree or disagree with each of the following statements:
Since a year ago this time:
37%
22%
19%
10%
26%
28%
31%
30%
38%
50%
50%
60%
My visits here are shorter
I am spending more money here
I am taking transit here more often
I am walking or biking here more often
Drove or Carpooled (%)
Agree DK/NA Disagree
26 2012 Intercept Survey of Chinatown / International District Visitors
Impacts on Visitation Behaviors Q14E-H. Indicate how much you agree or disagree with each of the following statements:
Since a year ago this time:
36%
32%
28%
24%
30%
32%
32%
29%
35%
37%
41%
47%
I come after 8pm to avoid paying forparking
I come closer to 8pm to pay less forparking
Parking is easier to find in the evenings
Parking is easier to find during the day
Drove or Carpooled (%)
Agree DK/NA Disagree
27 2012 Intercept Survey of Chinatown / International District Visitors
Paid Parking Impacts
5) Gauge how visitation behaviors and parking perceptions have changed since last year
Just over a quarter (27%) of regular visitors agree that they visit more often now than before the extended paid parking hours went into effect, but just as many disagree. The majority (51%) don’t appear to have changed their visitation.
Between now and one year ago, regular visitors are taking transit more often. At the same time among regular visitors:
Spending has stayed about the same (equal number agree/disagree)
More visits have stayed the same or are longer
Among drivers, the length of visits is a wash, while only a small portion say they are spending more money or taking transit more often to CID.
Among drivers, just as many agree as disagree that they now come after 8 to avoid parking or come closer to 8pm to pay less.
At the same time, drivers are more likely to disagree that parking is easier to find.
Improving Visitation
29 2012 Intercept Survey of Chinatown / International District Visitors
Top-of-Mind CID Descriptions
Q7. What sorts of words or phrases that describe your shopping and dining experiences in Chinatown/ID? (First mention percentages shown)
% of All
Positive mentions 51%
Good/delicious food 11%
Fun/Enjoyable 5%
Diverse/Cultural/Sense of community 4%
Beautiful/Interesting/Unique 4%
Cheap/Affordable 3%
Convenient 2%
Other Positive 6%
Non-specific Positive (i.e. good, great, etc.) 17%
Negative mentions 4%
Parking - bad, expensive, not enough 3%
Other negative 1%
Neutral mentions 44%
Okay/Fine 2%
Other 7%
Don't Know/NA 36%
30 2012 Intercept Survey of Chinatown / International District Visitors
Prompted Improvement Suggestions
Q9. Of the following items, which would you most like to see added to Chinatown/International District? (Multiple response; Percentage of respondents mentioning each shown)
52%
51%
40%
32%
28%
25%
19%
11%
10%
10%
4%
35%
39%
28%
10%
9%
13%
16%
12%
8%
6%
15%
Cinema/Movie Theater
Sidewalk Cafes
Bruce Lee Museum
Pharmacy/Drugstore
Hardware Store
Home Goods Store
Clothing/Accessories Store
Cocktail Lounge
Sports Bar
Children's Clothing/Toy Store
None of the above
% of Respondents Requesting Each
Live or Work
Visit Only
31 2012 Intercept Survey of Chinatown / International District Visitors
Top-of-Mind Improvement Suggestions
Q8. What would you like to see here in the Chinatown/International District that isn’t currently a part of, or available, in the neighborhood? (Multiple response; Number of respondents mentioning each shown)
13% 13% 11% 8%
5%
14%
47%
9% 6%
9% 8% 5%
8%
60%
More Retail Better Safety &Cleanliness
ImprovedAccess
MoreEntertainment
MoreDining/Grocery
Other Nothing/DK
% of Respondents Requesting Each
Live or Work Visit Only
32 2012 Intercept Survey of Chinatown / International District Visitors
Top-of-Mind Improvement Suggestions
Q8. What would you like to see here in the Chinatown/International District that isn’t currently a part of, or available, in the neighborhood? (Multiple response; Number of respondents mentioning each shown)
21
15
15
14
12
8
8
6
6
6
5
Retail - drugstores, clothing, gifts
Parking - More/Better
Safety/Crime prevention
Cleaner streets/restaurants
Parking - Free
More dining options/Specialty foods
Bars/Nightlife
Entertainment - festivals, movie theaters
Parks/Recreation
Community - classes, schools, events
Street vendors
Top specific mentions (n)
33 2012 Intercept Survey of Chinatown / International District Visitors
Improving Visitation
5) Identify ways the City can help sustain and improve visitation to CID
Visitors’ top-of-mind descriptions of CID’s shopping and dining experiences were mostly (51%) positive, citing quality food (11% mention) as the top reason. Another large portion of respondents (44%) were unsure how to describe it while very few (4%) said anything negative about their shopping and dining experiences in CID.
When offered a list of possible CID additions, sidewalk cafes (39%+ mentioned), a cinema/theaters(35%+) and a Bruce Lee museum (28%+) were the top three requests among both Visit Only and Live/Work respondent groups.
A majority (51%+) of those living or working in CID expressed interest in sidewalk cafes and a movie theater while a significant portion would also like to see more pharmacies (32%), hardware stores (28%) and home goods stores (25%).
A majority (60%) of visitors and a plurality (47%) of Live/Work respondents do not have top-of-mind suggestions for improving CID’s offerings. The top specific mentions include more retail (21 mentions), improved safety (15), cleanliness (14) and parking price (12) and availability concerns (15).